1. e-conomy SEA
Unlocking the $200 billion digital opportunity in
Southeast Asia

2. Google & Temasek's joint perspectives were developed
using 4 independent data sources
Proprietary
Google data
Temasek
research
Expert
interviews
Secondary
data sources
Query and click data to assess demand by country; internet
usage data by country; smartphone penetration by country
VC and startup activity by country (including number of
deals, exits, size of startups, number of startups by funding
stage, etc.)
59 expert interviews (21 startups, 12 VCs, 23 analysts at
leading banks, and 3 industry experts across 6 countries)
to validate research findings
Numerous sources such as Worldbank, UN, EIU,
Euromonitor, McKinsey, WEF, and government websites
were used to calculate economic development indicators
such as population trends, GDP growth, etc.
1
2
3
4
DATA SOURCE DESCRIPTION
1

3. Research scope
INCLUDED EXCLUDED
3 major sectors:
1. First-hand eCommerce (i.e.
online spend on electronics,
apparel/clothing, household
goods, food/grocery)
2. Travel (online spend on
hotels, airlines and ride
hailing)
3. Media (online spend on ads
and gaming)
Sectors
Geographies
Online spending in sectors
which have not materially been
disrupted by the internet in
SEA, such as:
1. Education
2. Entertainment/movies
3. Health (insurance, etc.)
4. Financial services
Second-hand eCommerce
purchases
6 major SEA countries including
Indonesia, Singapore, Malaysia,
Philippines, Thailand and
Vietnam
Other SEA countries such as
Cambodia, Laos and Myanmar
2

4. Executive summary (1/2)
SEA1 is the world’s fastest growing internet region (~14% 5-year CAGR) with an existing internet user
base of 260m growing to ~480m users by 2020 (~3.8m / month)
Consequently, the SEA1 internet economy2 is expected to grow to ~$200+ billion by 2025; driven mostly
by the growth of first-hand eCommerce market (32% CAGR over next 10 years) followed by online
media (18% CAGR), and online travel (15% CAGR)
The total first-hand eCommerce market in SEA1 is expected to reach ~$88 billion by 2025; significantly
outpacing the growth of offline retail (32% vs. 7% 10-year CAGR) with potential to reach ~$120 billion
3 factors that are unique to SEA1 will drive growth:
• A burgeoning young population with ~70% under the age of 40
• Lack of big-box retail (SEA retail stores per capita ~1/3rd of US); access particularly difficult in remote islands
which are abundant in PH and ID
• Rapidly growing middle-class (forecasted GDP growth of 5.3% over next 10 years)
Number of transactions expected to be biggest growth driver (27% 10-year CAGR), as more people gain
access to the internet and availability of products online increases
All SEA countries are expected to have an eCommerce market >$5b
Online travel (hotels, airlines, and rides) is expected to reach ~$90 billion by 2025 (15% CAGR);
• Hotels + airlines will compose 85% of total online travel market (15% CAGR) or ~$77 billion; Low Cost
Carriers will drive majority of growth due to their prominence in SEA (35% of gross booking vs 13% in rest of
APAC) and higher online penetration (55% vs 35% for regional carriers)
1 includes PH, VN, TH, SG, MY, ID
2 includes first-hand eCommerce (apparel, electronics, household goods, food/grocery),
travel (hotels, airlines, ride hailing), and online media (ads + gaming) SOURCE: Google, Temasek, World Bank, UN 3

5. Executive summary (2/2)
• Online rides (e.g., Uber, Grab) should reach ~$13 billion (18% CAGR); Number of riders biggest driver of
growth; 30-day active riders expected to reach ~29m (vs 7.3m in 2015)
Online media (ads + gaming) will contribute ~$20 billion by 2025 (~10% of total GMV) but will be highly
profitable sectors
Making SEA a $200 billion internet economy2 will require ~$40-50 billion of additional investments over
the next 10 years (assumes VC investment as a percentage of GDP reaches similar levels to India and
SEA 1 GDP grows at 5.3% CAGR )
Additionally, 5 other challenges must be addressed through public and private-sector initiatives
including:
1.Talent / engineering: Lack of senior developer and CXO-level talent causing startups to rely on expat talent
from China and US; new tech-focused educational programs will need to be instated to create future pipeline
2.Payment mechanisms: Still no scalable e-payment alternative resulting in increase of ‘Cash on Delivery’
transactions, which, in turn increases risk and cost for merchants
3.Internet infrastructure: Low internet speeds and penetration rate due to regulatory and geographical
constraints (e.g., Philippines has 2nd slowest internet in Asia due to duopoly structure); innovative PPP
initiatives (e.g., Project Loon) required to make high-speed internet a commodity in SEA
4.Logistics infrastructure: Government investment and focus will be required to improve road and rail networks
which are critical to ensure a fast and efficient delivery system
5.Lack of consumer trust: Consumers wary of making transactions online due to various security issues such
as fraud (e.g., orders from Indonesia are 12x as likely to be fraudulent as global average);
1 includes PH, VN, TH, SG, MY, ID
2 includes first-hand eCommerce (apparel, electronics, household goods, food/grocery),
travel (hotels, airlines, ride hailing), and online media (ads + gaming) SOURCE: Google, Temasek, World Bank, UN 4

6. Agenda
Overview of SEA Internet economy
The SEA internet opportunity
SEA VC and startup landscape
Challenges to overcome
5

7. SEA’s internet economy is ready to take off, with ~124k
users coming online every day for the next 5 years
SOURCE: World Bank, Google
260M
Users already
online; 4th largest
internet market
in the world
3.8M
Users coming
online every
month; fastest
growing internet
market in the
world
700M
Mobile
connections;
130% of
population
6

8. SEA to be the fastest growing internet market in the
world (~480m users by 2020); Indonesia fastest growing
nation in the world
SOURCE: World Bank, Google1 Assumes internet penetration will reach ~92% in SG, 85% in VN, TH, PH, and MY, and 78% in ID
Growth in internet users
(CAGR%, 2015-20)
Internet users by country1 (# m, 2015-2020)
Indonesia is the fastest
growing internet market
in the world
7
14
ASEAN India China US US
14
4
1 1
38
59
Thailand
~9% CAGR
(2015-20)
5
6
Singapore
~3% CAGR
(2015-20)
92
215
Indonesia
~19% CAGR
(2015-20)
44
82
Vietnam
~13% CAGR
(2015-20)
55
93
Philippines
~11% CAGR
(2015-20)
22
28
Malaysia
~5% CAGR
(2015-20)

9. Agenda
Overview of SEA Internet economy
The SEA internet opportunity
SEA VC and startup landscape
Challenges to overcome
8

10. SOURCE: World Bank, Temasek, Phocuswright, Canalys, Government websites, Team analysis
The internet economy in SEA is expected to reach ~
$200 billion by 2025 (6.5x increase over 10 years)
eCommerce and Travel to make up >90% of total online retail spend in 2025
3
2
1
Online media (ads
+ gaming)
Travel (hotels and
flights, ride hailing)
eCommerce
(apparel, electronics,
household goods,
food / grocery)
Market size by segment($, billion) 10-year CAGR (%)
18
15
32
9
6
6.5x
2025
197
88
90
2015
31
22
4
20
China

11. SOURCE: Expert Interviews
The eCommerce market is split into two key segments,
each with a different operating and monetization model
1 exact market size unknown due to infancy of market and unavailability of concrete data
eCommerce
First-hand goods Second-hand goods
Model
Description
Monetization
Strategy
2015 market size
Companies /
channels
• Sale of ‘new goods’ (contributing to
GDP) either through a market place,
online store or social media
• Margin-based (Online retailer receives
a % of sales revenue)
• Transaction fee-based (Online retailer
receives a fee for enabling transaction)
• $5.5 billion
• Re-sale of ‘used goods’ through a
market place or social media (could
be an exchange / barter)
• Margin-based (Marketplace provider
receives a % of sales revenue)
• Classifieds-based (Marketplace
provider monetizes traffic with ads)
• Several billion1
Research focus
1
10

12. 70% of SEA's population is under the age of 40 (vs. 57% in China)
Internet speeds in SEA are expected to reach global average (23.3
mbps) with more than 80% of population having access (vs. 46% today)
SEA as a region has a nominal GDP of ~2.5 trillion USD (larger than
India) growing at 5.3% over the next 10 years
Payment ecosystem is expected to accelerate with increased access to
financial system, going from 0.7 acct/capita to +1 acct/capit1
# of organized retail store available per capita is significantly less than
developed markets, (1/3rd of US)
SOURCE: World Bank, Google, Ookla (speedtest.net)
5 key systemic changes are expected to occur, leading
to the exponential growth of eCommerce
1 China and US in 2015 had 3.7 and 4.3 financial accounts per capita respectively. OECD average is 1.2
Increase in
internet speed
and penetration
Thriving young
population
GDP Growth
More conducive
payment
ecosystem
Lack of store
access
1
11

13. SOURCE: Singstat.gov; Malaysia government, Vietnam government,
McKinsey, Temasek, Google
SEA eCommerce expected to 16x by 2025, reaching $88
billion (~32% CAGR), with the potential to exceed
1 includes groceries, apparel/clothing, electronics, household goods, and food / grocery
2 defined as PH, TH, VN, ID, MY, and SG
3 based on constant GDP (2005 USD)
• Determined 2015 retail market size and
eCommerce penetration rate through
proprietary Google / Temasek data +
secondary research (e.g., Euromonitor)
• Forecasted 2025 retail market size
(assumed retail growth equals GDP growth3,
except in VN, ID, and PH where rising
middle-class will drive consumption growth)
• Identified benchmark country for each SEA
country by comparing ~9 indicators including
internet penetration, logistics performance,
population under 40
• Forecasted 2025 eCommerce penetration
rate for each SEA country using eCommerce
penetration growth curve of benchmark
country (e.g., 2015-20 eCommerce
penetration rate for VN is expected to grow at
same rate as India’s grew from 2009-14)
• Calculated 2025 eCommerce market size as
2025 retail market x eCommerce penetration
• Validated model through 59 expert interviews
Total eCommerce1 spend in SEA2 ($, billion)2015 Calculation methodology
1
eComm % of
total retail
10-year CAGR
(%)
0.8 6.4
32
12
5.5
16x
88
2015 2025
Total retail market =
$.7 trillion
Total retail market =
$1.4 trillion

14. SOURCE: eMarketer, Google1 based on constant GDP (2005 USD)
27% CAGR in # of online transactions will be driven by
growth in internet penetration, consumer sentiment and
product availability
Variable
Online
buyers
#, million
Growth driver
SEA eCommerce market size
($, billion)
• Internet
penetration growth
• Consumer
sentiment/security
• Increase in range
of available
products (e.g.,
online groceries)
• GDP/capita
growth1
• Increase in range
of available
products
18
8
4
27% CAGR in
total # of online
transactions
Annual
purchases
per buyer
#
Average
basket
size
$
10-year
CAGR (%)
1
13
5.5
88
2015
+32%
2025
49
247
14
6
2025
26
2015
18

15. SOURCE: Temasek, McKinsey, Government websites, Google
By 2025, all SEA countries will have an eCommerce
market >$5 billion; Indonesia expected to reach $46
billion
• Indonesia is expected to
comprise 52% of
eCommerce in SEA by 2025
(vs 31% in 2015), driven by
large middle-class
population, increased
access to internet, and
growth of tier2/3 cities,
where access to organized
retail is limited
• Vietnam, Philippines,
Thailand and Malaysia will
all be sizeable markets,
ranging between $8-11
billion
• SG eCommerce will be >$5
billion, larger than the 2015
casino industry (~$4 billion)
1
2015 2025
10-year
CAGR (%)
eComm market
($, billion)
eComm as
% of retail
0.8
0.6
0.6
0.5
0.8
1.1
2.1
eComm market
($, billion)
eComm as
% of retail
6.4
8
4.7
4.7
5.5
5.4
6.7
32
39
33
34
29
24
18
14
TOTAL 5.5
ID
VN
PH
TH
MY
SG
1.7
0.4
0.5
0.9
1.0
1.0
87.8
46.0
7.5
9.7
11.1
8.2
5.4

16. SOURCE: Phocuswright, airline websites, Google, Canalys,
Euromonitor
SEA online travel market expected to 4x by 2025,
reaching ~$90 billion (~15% CAGR)
1 defined as PH, TH, VN, ID, MY, and SG
2 only includes passenger revenue and is attributed to the market where the company is based (i.e.,
100% of SIA revenue attributed to Singapore)
3 Includes consumer spend on taxis, buses and rail. Excludes air travel
Description
• Number of riders biggest driver of growth;
30-day active riders expected to reach ~29m
(vs 7.3m in 2015)
• Average fare per ride to decrease slightly
due to increased competition as well as
growth of PH, TH, VN, ID, and MY markets,
where average ride per fare is ~1/3rd of SG
• Smaller GMV than airlines but higher profit
pool (15~20% of gross booking value vs
1~5% for airlines)
• Largest segment within travel (~45% of total
GMV)
• Growth will be driven by high demand for
Low Cost Carriers (35% of gross booking in
SEA vs 13% in rest of APAC), which have
much higher online penetration (55% vs 35%
for regional carriers)
18
19
12
SEA1 Online travel market size ($, billion) 10-year CAGR (%)
2
Rides3
Hotels2
Airlines2
A
B
15
12.5
6.6
21.6
40.1
2015
4x
89.6
2025
36.4
2.5
13.1

17. SOURCE: Phocuswright, airline websites, Mastercard Global Destinations Index, Google
2A Online hotels and airlines expected to 5x by 2025,
reaching ~$76 billion (15% CAGR) and making up 85%
of the total travel market
• Hotels + airlines to reach ~
$77 billion market by 2025,
bigger than gross booking
size of the largest market
players in 2015: (Expedia,
Inc. = $60 billion; Priceline =
$55 billion, globally)
• Indonesia is expected to be
the largest market,
comprising 32% of online
travel in SEA by 2025 (vs
26% in 2015)
• Thailand positioned to be
the second largest market in
SEA due to booming tourism
industry (Bangkok is 2nd
most visited city in the
world1)
• VN, SG and MY will also be
sizeable (~$8-10 billion)
2015 2025
Online hotels + airlines
market ($, billion)
Online as %
of total
10-year
CAGR (%)
34
37
25
25
36
36
39
56
55
37
34
69
69
69
15
17
15
15
18
11
10
Online hotels + airlines
market ($, billion)
Online as %
of total
16
2.2
ID
3.0
VN
SG 4.0
19.2
5.0
TOTAL
TH
MY
1.1PH
3.9
8.5
24.5
10.1
76.5
4.6
9.0
19.8

18. SOURCE: Google, Canalys, World Bank, Euromonitor
Online rides expected to 5x by 2025, reaching ~$13
billion and making up 15% of the total travel market
• 28.7 million active riders
each month (4x over 2015)
• All SEA markets to exceed
$1 billion by 2025; Indonesia
expected to become largest
market due to population
size, growing at 22% CAGR
• Thailand and Philippines to
become ~$2 billion market,
growing at 20% and 23%
respectively, over the next
10 years
• Singapore will continue to
have highest fare per trip
(~3x of SEA average)
2B
2015 2025
Online rides market
($, billion)
30-day
active riders
(#, million)
10-year
CAGR (%)
7.3
3.7
.7
.8
.8
.7
.6
28.7
15.4
2.6
3.8
1.5
3.6
1.8
18
22
20
23
7
24
14
Online rides market
($, billion)
30-day
active riders
(#, million)
17
MY 0.3
VN 0.1
SG 0.8
PH 0.2
TH 0.3
ID 0.8
TOTAL 2.5
1.3
1.5
1.0
13.1
5.6
1.9
1.7

19. SOURCE: Google
Online media is expected to increase by 5x, reaching ~
$20 billion by 2025 (~18% CAGR)
1 defined as PH, TH, VN, ID, MY, and SG
2 includes smartphone, tablet, and handheld games (<1%)
1. Steady increase in internet usage within SEA
leading to increase in total time spent online
by SEA consumers
2. Greater alignment between media spend by
channel and time spent by consumer per
channel
17
20
Growth driven by 2 major factors:
Growth driven by mobile gaming2 which will
compose 75% of market by 2025 (vs 53% in
2025); 2 key drivers:
1. 3.6x growth in revenue per gamer ($21 in
2025 vs $6 in 2015)
2. Growth in number of mobile gamers driven
by:
a. growth in smartphone users (280m
new users expected in next 10 years)
b. high % of smartphone users that are
gamers (72% in SEA vs 58% in US)
3
DescriptionSEA1 Online media market size ($, billion)
10-year
CAGR (%)
Online ads
GamingA
B
18
1.6
2.1
5x
2015
3.7
9.9
9.6
19.6
2025

20. SOURCE: Newzoo, Google
3A 3.6x increase in revenue per mobile gamer will drive
growth of mobile segment from 53% to 75% of total GMV
1. Greater engagement due to improvement in quality
of mobile games
2. Growth in GDP / capita; all SEA countries except
VN will break the ~$3k barrier
3. Prominence and growth of messenger platforms in
SEA, which have a 2-3x higher LTV than regular
gamers
3 main drivers in growth of RPU:
1 defined as PH, TH, VN, ID, MY, and SG
2 includes smartphone, tablet, and handheld games
3 Includes TV/console games, casual web games, PC/MMO games
Revenue per mobile gamer is expected to 3.6x
between 2015 and 2025…
…resulting in 24% CAGR (vs 12% CAGR for non-mobile
gaming revenue)
10-year
CAGR (%)
SEA1 Online gaming revenue
by segment (% of total)
Mobile revenue per gamer ($)
20
24
12
Some growth
driven by growth
in number of
mobile gamers
(~10% CAGR)
19
21.0
5.9
3.6x
20252015
47%
25%
53%
75%
Non-
mobile
3
Mobile
2
2025
9.6
2015
1.6Total

21. SOURCE: Google Internal
The online ads market is expected to increase by 5x,
reaching ~$10 billion by 2025 (17% CAGR)
• All SEA markets ~$1B+ by
2025, with Indonesia and
Thailand >50% of total
market due to large
population size and media
consumption behavior (e.g.,
Thailand has highest
YouTube watch time in the
world)
• Digital penetration to reach
~39% of total ad spend (vs
16% in 2015) as media
spend by channel aligns
more closely with consumer
time spent by channel
3B
1 includes ad spends via agency and direct spend with platform providers; based on billing country
2015 2025
10-year
CAGR (%)
Online ad market
($, billion)
Digital as %
of total AdEx1
16
10
11
22
7
31
17
39
40
40
40
36
40
40
17
26
19
17
30
4
14
Online ad market
($, billion)
Digital as %
of total AdEx1
High
penetration
driven by
export
business
from pure
players
20
1.5
1.0
1.6
2.7
9.9
0.9
2.3
0.7
PH 0.1
VN 0.3
TH 0.4
ID 0.3
TOTAL
SG
0.2
2.1
MY

22. Agenda
Overview of SEA Internet economy
The SEA internet opportunity
SEA VC and startup landscape
Challenges to overcome
21

23. SOURCE: E&Y, Temasek, World Bank, Google
Capturing the $200 billion SEA internet opportunity will
require ~$40-50 billion of investment over next 10 years
1 based on nominal GDP (2014)
• Investments levels in SEA are
lagging India and China; although
SEA had a larger GDP1 than India in
2014 ($2.4 trillion vs $2.1 trillion), it
received less than a fifth of the
funding
• SEA’s funding profile must catch up
to that of India’s by 2025 in order for
the online economy to reach $200
billion
• This implies an investment of ~
$40-50 billion over next 10 years,
assuming SEA GDP1 growth of 5.3%
and a straight line CAGR growth of
VC investment as a % of GDP1 from
0.04% to 0.25% from 2014 to 2025
A total of ~$40-50bn of investments must be injected over next 10 years to
make SEA a ~$200 billion internet economy in 2025
VC investment as a percent of GDP1 (%, 2014)
22
0.15
0.04
0.06
US
0.30
5.7x 3.4x
SEAEuropeChinaIndia
0.25

24. Overview of SEA Startup and VC landscape
1 Does not include $249m investment (2014) and $1b investment (2016) in Lazada
2 Excludes startups with undisclosed funding information
VC landscape
overview
Startup
landscape
overview
• ~$1.1 billion invested in SEA in 2015; with 355 total deals
• ~88% of deal value in SG and ID representing 227 deals (~64%
of total)
• eCommerce and logistics contribute ~61.4% of total
investments from 2010 to 2015
• ~65% of investments going to just 5 startups in 20151
(GrabTaxi, PropertyGuru, Trikomsel, Qoo10, and iCarsClub)
1
2
• ~7k startups in SEA with ~80% in ID, SG, and VN
• Lifestyle and eCommerce sectors with most startups (~18.8%
of total)
• 4 unicorns (>$1billion valuation) all of which are in SG
(Garena, GrabTaxi, Lazada, and Razer)
• <7% (~450) of startups have raised funding post seed2 or
have been acquired
SOURCE: TechinAsia, Merger Market, Factiva, Team Estimates 23

25. SOURCE: TechinAsia, Merger Market, Factiva, team estimates
1
DEAL FLOW ($, million; 2015) DEALS BY COUNTRY (#; 2015) FUNDING BY SECTOR (%; 2010-2015)
• Deal flow in SEA lags that of
India, US, and China, despite
seeing 127% CAGR from 2010 to
2015
• 5 startups making up 65% of
total investments; including
Grabtaxi and PropertyGuru
• SG most active country w/ ~37%
of deal quantity and 72% of deal
value
• SG activity driven by Grabtaxi
and PropertyGuru (~350m and ~
$130m investment respectively)
• eCommerce and Logistic
verticals contribute 61.4% of
total investments from 2010 to
2015 because of large
investments into Grab and
Lazada
Deal flow growing but activity is concentrated to SG and
ID with majority of funding going to few prominent
startups
Agg value
($, million)
820
188
49
28
35
26
eCommerce
Logistics
Consumer
Internet
Real
estate
Finance
24
800
185
113
1,061
2013 2014 20152012
1,147
2011
ID
SG
50
96
131
MY
VN
28
TH 24
PH
26
25%
23%
1%
37%
6%
8%

26. SOURCE: TechinAsia, Merger Market, Factiva, team estimates
2
STARTUPS BY COUNTRY (#) STARTUPS BY STAGES (#) STARTUPS BY SECTOR (#)
• Total of 7k startups in region w/
~80% in ID, SG, VN
• 4 startups with >$1billion
valuation (Garena; GrabTaxi;
Lazada; Razer)
• ~681 startups1 have received
some type of equity funding
• Type of funding is concentrated
at seed level (exponential drop-
off from seed to Series D/E/F)
• Highly fragmented split, with
long-tail sectors making up 50%
of total
• Lifestyle and eCommerce are
sectors with the most startups at
18.8%
SEA startups are currently concentrated in SG, ID, and
VN; focus mostly on eCommerce
53% of funded
startups are at
seed level
Lifestyle
eCommerce
Ad tech
Prof sycs
Social
Media
Internet
Enterprise
Others
25
6.2%5.3%
50.1%
6.9%
7.9%
10.9%
4.0%
4.3%
4.4%
51232
124
508
D/E/FCBASeed
TH 358
PH 385
MY 759
VN 1,541
SG 1,850
ID 2,033
80%
of
total

27. SOURCE: TechinAsia, Merger Market, Factiva, Team Estimates
2 SG currently most active country for VC; ID and VN have
potential to drive significant value creation with
appropriate investments
Summary of
landscape
Small startups
- <$10m (#)
Little Ponies -
>$10m (#)
Centaurs -
>$100m (#)
Unicorns -
>$1b (#)
ID MY SG PH TH VN
Emerging startup
destination with
increasing number
of centaurs
Relatively
successful startup
scene, especially in
terms of exit
Most successful in
the region
Nascent startup
scene
Nascent startup
scene with strong
potential in
eCommerce and
logistics
Challenging to
scale; eCommerce
has biggest traction
7492010 1807 377 348 1529
2
All unicorns
currently in SG
311237
16 7 27 7 8 9
0 0 0 0 04
26
Only ~106 startups (~1.5% of total)
have reached a valuation of >$10mn

28. Agenda
Overview of SEA Internet economy
The SEA internet opportunity
SEA VC and startup landscape
Challenges to overcome
27

29. 6 big challenges must be overcome in order to make
SEA a $200bn internet market (1/2)
Talent /
Engineering
Funding
Capital
Payment
mechanisms
• Limited developer and leadership talent in the region. Most successful
startups have relied on talent from China or U.S, with VCs consistently
highlighting the need for strong, senior talent, especially for CXO and senior
development roles
1
2
3
CHALLENGE DESCRIPTION Details follow
• Most funds are focused on seed stage investments than in early stage
investments; <7% have raised funding post seed
• Lack of a healthy M&A system (~70 acquisitions between 2010 and 2015);
most large players in SEA build from scratch rather than buy out start-ups
• 60-70% of citizens in ID, PH, and VN are “unbanked”, posing big hurdle for
online transactions and increasing dependence on ‘Cash on Delivery’
• Still no scalable e-payment alternative to bankcards like AliPay in China;
which is critical to growth as it is less risky and costly for merchants than offline
payment methods
SOURCE: Expert interviews, World Bank, A.T.Kearney, TechinAsia, Merger Market, Temasek
Internet
infrastructure
• Low internet penetration particularly in SEA countries that are archipelagos
with populations spread across thousands of islands (e.g., ID and PH)
• All markets except SG have internet speeds lower than the global average
(23.3mbps); PH, particularly is the slowest in the Asia only before Afghanistan
4
28

30. 6 big challenges must be overcome in order to make
SEA a $200bn internet market (2/2)
SOURCE: A.T.Kearney, Team Analysis, World Bank
CHALLENGE DESCRIPTION Details follow
Logistics
Infrastructure
Lack of
consumer
trust
5
6
• Weak last-mile delivery options across all markets outside Singapore,
especially in a region where ‘Cash on Delivery’ is a predominant channel of
payment
• Challenging topographical structure, with 2 major markets being archipelagos
consisting of thousands of islands (e.g., in Indonesia, delivering goods outside
of Java can take more than 10 days and sea freight costs can exceed $1,000
for a 20 ft container)
• ID, PH and MY see high levels of fraud and cyber attacks, leading to
consumers to be wary of transacting online; 58% of citizens in SEA have
expressed concerns over financial information being shared online (global
average is 49%)
• Lack of governing entity at regional level that can fight cybercrime and settle
cross-border disputes, which is a major issue in SEA, where cross-border
trading is high
29

31. 3.03.0
5.2
18.0
20.2
20.2
43.2
63.7
64.1
71.0
Thailand
Indonesia
Vietnam
Philippines
India
China
Singapore
United States
Malaysia
Global average = 34.2%
SOURCE: World Bank
3 >150m adults 25+ in SEA are unbanked, with >100m
existing in Vietnam, Philippines, and Indonesia
Adults over the age of 25 that do not have a bank account (% of total)
~150m adults above age of 25 do not
have an account at a bank or another
financial institution
30

32. SOURCE: Ookla speed test (speedtest.net)
4 SEA internet speeds outside Singapore range from 3.6
to 19.8 mbps (vs global average of 23.3 mbps)
Average download speed (Mbps)
• Although internet speed
and penetration is rapidly
growing in SEA, all
countries except
Singapore still have
internet speeds that are
slower than the global
average
• Indonesia and Philippines
have slowest internet due
to difficult topographical
compositions and
unfavorable regulatory
structures
SEA country
31
2.5
4.0
6.5
7.4
9.4
9.9
59.8
82.1
3.6
6.7
7.3
17.7
19.8
Pakistan
Myanmar
Indonesia
Malaysia
India
Cambodia
Bangladesh
Vietnam
Thailand
Korea
Japan
Singapore
Global average = 23.3 Mbps
Afghanistan
Philippines
122.4

33. SOURCE: Ookla speed test (speedtest.net)
6 Some SEA countries see a significant amount of
fraudulent activity, leading to poor consumer sentiment
The countries that experience the most fraudulent activities by buyer’s billing address (Fraud Index)
Fraud index is
based off a “fraud
rate” which is
calculated by
dividing the number
of attempted fraud
incidents by number
of transactions
Indonesia, Malaysia and Philippines all see a significant
amount of fraudulent activity
Orders originating in Indonesia are
12x more likely to be fraudulent than
global average
32
84
84
82
78
-149
-154
-212
-235
-325
-502
Denmark
Finland
Belgium
Norway
Malaysia
Turkey
Egypt
Philippines
Romania
Pakistan
Indonesia -1,276
Highest Fraud Lowest Fraud

34. e-conomy SEA
Unlocking the $200 billion digital opportunity in
Southeast Asia